How popular isMongrel?
In September 2026, people searched for Mongrel by name about 290 times in New Zealand, a 17.1% decrease from the previous year. These searches made up 0.73% of all New Zealand men's boot brand searches, placing Mongrel seventh out of eight brands. When we asked both ChatGPT and Google AI Overviews about men's boot brands, Mongrel appeared in two of the five answers and was the sixth most recommended of the eight.
Mongrel is the seventh most searched of 8 competitors and the sixth most recommended in AI answers.
Dr. MartensShare of searches 49.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
TimberlandShare of searches 22.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
BlundstoneShare of searches 12.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
MerrellShare of searches 8.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
MongrelShare of searches 0.73%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
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Top men's boot brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Mongrel was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Mongrel is the sixth most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Blundstone1st
- Dr. Martens2nd
- Timberland3rd
Red Wing4th
Ariat5th- Mongrel6th
- Merrell7th
Caterpillar–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Blundstone5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Dr. Martens3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Timberland3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Ariat3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Red Wing2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Mongrel2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Merrell1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Caterpillar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about men's boot brands
5 answers
Asked ChatGPT
“Which men's boot brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best men's boot brands in New Zealand?”
Asked ChatGPT
“What's the best men's boot brand in New Zealand for everyday wear?”
Searched Google, AI Overview
“men's boots nz”
Searched Google, AI Overview
“men's work boots”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Which men's boot brands compete with Mongrel?
Share of searches by month for Dr. Martens, Timberland, Blundstone, Merrell, Ariat, Mongrel. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dr. Martens | Timberland | Blundstone | Merrell | Ariat | Red Wing | Mongrel | Caterpillar |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 53.1% | 21.3% | 9.6% | 7.4% | 6% | 1.8% | 0.87% | 0.02% |
| Nov 2025 | 52.9% | 22.3% | 8.5% | 8.5% | 6.2% | 1.3% | 0.3% | 0.04% |
| Dec 2025 | 54.1% | 23.6% | 8.1% | 7.5% | 5.3% | 1.1% | 0.35% | 0.02% |
| Jan 2026 | 54.6% | 20.6% | 9.2% | 8.2% | 5.7% | 1.4% | 0.36% | 0.02% |
| Feb 2026 | 52.8% | 19.8% | 10.8% | 8.1% | 6.6% | 1.3% | 0.5% | 0.03% |
| Mar 2026 | 54.2% | 20.3% | 11.2% | 6.6% | 5.6% | 1.7% | 0.47% | 0.02% |
| Apr 2026 | 50.4% | 23% | 10.8% | 7.7% | 6.3% | 1.3% | 0.46% | 0.04% |
| May 2026 | 52.1% | 22.9% | 10.8% | 6% | 6.3% | 1.3% | 0.52% | 0.07% |
| Jun 2026 | 55.1% | 19.8% | 11.4% | 6.4% | 5.5% | 1.1% | 0.57% | 0.02% |
| Jul 2026 | 46.8% | 24.9% | 12.6% | 8.2% | 5.6% | 1.4% | 0.47% | 0.02% |
| Aug 2026 | 46.9% | 26.1% | 13.3% | 7.1% | 4.5% | 1.4% | 0.55% | 0.05% |
| Sep 2026 | 49.3% | 22.7% | 12.6% | 8.7% | 4.8% | 1.2% | 0.73% | 0.03% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 49.3% | 19.6K | +0.15% | +2.4 points | |
| 2, held 2nd | 22.7% | 9K | -17.2% | -3.4 points | |
| 3, held 3rd | 12.6% | 5K | -10.4% | -0.8 points | |
| 4, held 4th | 8.7% | 3.5K | +16.8% | +1.6 points | |
| 5, held 5th | 4.8% | 1.9K | 0% | +0.2 points | |
| 6, held 6th | 1.2% | 480 | -18.6% | -0.2 points | |
| 7, held 7th | 0.73% | 290 | +26.1% | +0.2 points | |
| 8, held 8th | 0.03% | 10 | -50% | 0 points |
49.3%
Held 1st. 19.6K estimated branded searches, +0.15% vs prior month. Share +2.4 points.
22.7%
Held 2nd. 9K estimated branded searches, -17.2% vs prior month. Share -3.4 points.
12.6%
Held 3rd. 5K estimated branded searches, -10.4% vs prior month. Share -0.8 points.
4.
Merrell8.7%
Held 4th. 3.5K estimated branded searches, +16.8% vs prior month. Share +1.6 points.
5.
Ariat4.8%
Held 5th. 1.9K estimated branded searches, 0% vs prior month. Share +0.2 points.
6.
Red Wing1.2%
Held 6th. 480 estimated branded searches, -18.6% vs prior month. Share -0.2 points.
7.
Mongrel0.73%
Held 7th. 290 estimated branded searches, +26.1% vs prior month. Share +0.2 points.
0.03%
Held 8th. 10 estimated branded searches, -50% vs prior month. Share 0 points.
Compare popularity between Mongrel and its closest rivals
Every comparison with Mongrel
6 comparisons
How has branded search demand for Mongrel changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Mongrel in New Zealand fell from 350 to 290.
- Across the 12 months ending September 2026, Mongrel’s share of searches among men's boot brands in New Zealand held steady, from 0.87% to 0.73%.
How did search popularity change for New Zealand men's boot brands in September 2026?
6 changes
In September 2026, Dr. Martens gained share of searches among men's boot brands in New Zealand, from 46.9% to 49.3%.
In September 2026, Merrell gained share of searches among men's boot brands in New Zealand, from 7.1% to 8.7%.
In September 2026, Timberland lost share of searches among men's boot brands in New Zealand, from 26.1% to 22.7%.
In September 2026, Blundstone lost share of searches among men's boot brands in New Zealand, from 13.3% to 12.6%.
Estimated monthly branded searches for Red Wing in New Zealand fell 33.3% over 12 measured months, from 720 to 480 in September 2026.
Estimated monthly branded searches for Ariat in New Zealand fell 20.8% over 12 measured months, from 2.4K to 1.9K in September 2026.
How are Mongrel’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Mongrel’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- mongrel boots
- mongrel work boots
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Where does Mongrel compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Workwear brands | 14th of 14 | 0.06% | Show ranking |
| Men's boot brands | 7th of 8 | 0.73% | Shown above |
Is Mongrel your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.